H&M Marketing Report: Roles, Strategies, and Planning Process

This report provides a comprehensive analysis of H&M's marketing strategies, examining the key roles and responsibilities of the marketing function within the company. It delves into the marketing mix elements, including product, price, place, and promotion, and evaluates their effectiveness in relation to H&M's business objectives. The report also includes a comparison with Zara, analyzing their differing tactics and marketing approaches. Furthermore, it develops and assesses a basic marketing plan for H&M, offering evidence-based recommendations and strategic insights. The report highlights the importance of marketing in achieving business success, emphasizing the use of celebrities, fashionable designs, and affordable pricing to attract customers and maintain a competitive edge in the fashion industry. The report also discusses the significance of marketing research, distribution, and promotion strategies. The report emphasizes the role of marketing in building brand reputation and fostering customer loyalty. The report also includes a section on the marketing mix of H&M and Zara, and a basic marketing plan for H&M.

Marketing Essentials

Table of Contents
Introduction.................................................................................................................................................3
P1 The key roles and responsibilities of the marketing function in relation to H&M.............................3
P.2 the role of marketing in the current company..................................................................................4
M1..........................................................................................................................................................6
M2..........................................................................................................................................................6
D1...........................................................................................................................................................6
P3 Marketing mix of the H&M and Zara in the planning process...........................................................6
M3 Different tactics used by ZARA and H&M to show how business is done.........................................9
P4 Produce and evaluate a basic marketing plan for H&M. ...................................................................9
M4 As a Marketing assistant tell evidence-based marketing plan for H&M.........................................11
D2.Tell a strategic marketing for H&M.................................................................................................11
Conclusion.................................................................................................................................................11

Introduction
Marketing essential having a great significant in the success of each and every business
organization. Today the business is to complex and competitive which required an effective and
appropriate marketing activities in order to attain their long term goals and objectives. the
marketing essentials can help to identify new market opportunities and market for their business
so that they can provide a long term growth and business in an effective manner. The present
report is based on the H&M which is one of the leading fashionable clothing brand in the United
Kingdom(Shepherd2005). They provide wide range of products to its customers with the high
quality and lower price. The main purpose of this report is to understand the role of marketing
activities and its impact on the business performance.
P1 The key roles and responsibilities of the marketing function in relation to H&M
Marketing function help to H&M company to performing research of market, preparing
market plan and development of product and market, advertising and promotion, sale distribution
and relation with public and give after sales service such as repairing. H&M marketing funtion
include market planning, exchange function, product structure and development, product
distribution, grading, financing, risk taking, branding, consumer support and market information.
And there is consider only seven main functions and these are distribution, financing, market
research, pricing, goods and service management, promotion and selling. Distribution include
who want to purchase them and company need to meet product to consumer is most important to
gain effective money, distribution as setting shop in right place where target people can purchase
or access company goods and services. Financing, it invest money to provide money. Finding
money help of investment and loans is very important. Market research is about collecting the
data after utilize the data and convert important information. Market research help to identify
company condition, competitors, strength, weakness, threat and opportunities. Help of research
company can compare many things of competitors information to his information and then
company make effective plan to tackle its competitor products and services. Pricing is also most
important role of company because decide the right price for company product or service can be
competitive(Shepherd2005Whitlow,2012). If product price is too high than company lose their
consumers but if product price is low than company can't able to earn profit and he will going in
to loss. Product management, when you explained the target market and decide the price of
company product and service, and target manage effectively. Company listening the consumers

and provide their needs and wants and help to their service and product up to date. Promotion
help to attract the new consumer towards the company's product and services and coming back
exist consumer. There are many online platform that help introduce company product and service
to consumers and these social media sites are Facebook, Twitter, LinkedIn, Instagram and many
more social media sites available and promotion content is also mattered in to promotion if
content is not appropriate then consumer can't understand about company's product and service.
Effective content help to explain about its products and services. Marketing research help to
provide information related to H&M consumers. And help to identify why people purchasing
from you. Selling and market is closely linked and selling is part of seven marketing function.
Selling is process which start after the explained the needs and wants of company consumer base
and able to react appropriate product and service. Transportation is help transport the company
goods or services. Identify shipping and storage technique for inventory items and transfer
company products has a direct impact on campaigns of marketing. Risk assessment and quality
control is most important role for company. Risk assessment help to identify issues and problems
and find the right method to solve these issues and problems and risk assessment impact on the
direct sale of company's product and service. Quality control means how company product and
service work against the competitors(Chamorro-Mera, Miranda, and Rubio, 2014). Packaging
and logo impact on consumer mind that help to identify product and service quality. Research
also help the identify competitors weaknesses and strengths on behalf company product and
service. Marketing function important for getting word out, higher sales, company reputation and
healthy competition. Customers is most most important for all organization and business is based
on consumers. So these functions help to fulfil consumers needs and wants and without
advertisement and promotion consumer can't understand about company's product and services
so promotion very important role in company success and future growth.
P.2 the role of marketing in the current company.
There is a huge scope and role of marketing in H&M. It means that marketing is present
everywhere and has to be done every time a task is given. For any firm to be present in the
market there is a huge requirement of marketing. It is so because whenever a company's product
is seen in the market then it has to vary from the current market simply because there is a huge
range of product in the market and if then product can't differ from other then it won't sell
out(Berens, G., 2007).

The company H&M is a very bright company and uses various tools like advertisements, video
sprint advertisements and then use e-marketing techniques. E-marketing is very essential because
most of the customers do shopping over the internet and due to this marketing strategies have to
be made. H&M is known for the product quality in the market. The clothing is of absolute
category with no doubts over the quality of the product. Without marketing nothing is possible.
H&M uses various techniques like it has done promotions using mobile phoned(Chang, and
Chin, 2011). It sends various information by SMS to the customers telling the discount going on
in the company this is case attracts customers to shop more and to gain revenues. It is of top most
quality. It has accounts on Instagram where various models wearing the clothes of H&M
promote them by showing the customers the need. By marketing these clothes to customers it can
be seen that various customers are attracted and they buy these products. It gives them a feeling
of celebrity that they can look so smart and amazing because every person thinks of looking the
best. It can be used to promote their product.
Moreover, it can be seen that the online store and the online site of H&M is doing a great job by
marketing its product. It is not that easy to market. Marketing has to be done every time. And
more the marketing more attention is paid to the product. They have marketed really well by
using Rihanna as the celebrity to promote the outfit. Rihanna has a huge fan following and so her
fans saw her wearing this brand and due to this the sales of the company increased. The product
has been marketed all over the world. Though the product a high quality but it also has a
reasonable pricing. Everybody in this world tries to upgrade their lifestyle by buying better
products and living a positive lifestyle(Chamorro Miranda and Rubio, 2014). In this case H&M
products are very much known for the style, fashion sense, reliability etc. They also have
associated their brand with popular fashion designers who themselves are a brand. This Swedish
and global brand has alliances with the likes of Karl Lagerfeld, David Beckham and the recent
one is Alexander Wang. It can be clearly seen that this brand has done a lot to market itself in the
market and has done a fair deal to the person. What can be better than this. It can be seen that
H&M is the best in doing the marketing strategies. It is popular, reliable, affordable and is
fashionable.
The company has a big portal over the internet. The company has come up with such a good
growth and success because of their correct marketing techniques(Shepherd, 2005). They don't

stop at all and keep doing it all the time. No matter what happens their sale never falls down and
it increases. Youth which is the main backbone to the country is responsible for this and can be
used a lot.
M1
H&M has a very basic strategy of marketing their product by using celebrities and popular
dwesgners. It has a huge scope of getting it's product being sold in the market easily since it has
products which are very much fashionable and affordable. This is how marketing has helped
H&M to grow.
M2
Marketing is directly linked to the other units of H&M. The more marketing is done more people
are attracted towards the brand. It tells them the products have high quality and is affordable as
compared to other brans.This way it is directly related to the sales department also and
advertising department (Whitlow, 2012).
D1
The key elements of marketing are – research,strategy,planning and tactics. First the research of
the market is done and solutions are made to know what should be done to market oneself.Then
according to the research planning and tactics are used.
P3 Marketing mix of the H&M and Zara in the planning process.
Marketing mix are one of the essential element of the company which can help to provide
competitive advantage of the company.
Marketing
elements
H&M Zara
Product This is one of the major
element of marketing mix
which is related to the
product. In the context of
H&M products quality is too
high and their patterns are
On the other hand, Zara products are
fashionable but in to the limited category
for their premium target customers
which can provide limited growth rate to
the company.

different which can help to
provide competitive advantage
over others.
Price This is another significant
strategy which is related with
the pricing strategy. The cited
business unit is required that
to use appropriate business
strategy in order to attain their
long term goals and
objectives.
H&M can be used discount
pricing which is one of the
most suitable strategy for the
company. This pricing
strategy helps to increase
market share and profitability
of the company which is the
core objectives for each and
every business unit.
Zara is providing premium products
range to its customers. therefore, this
firm is using premium pricing which can
help to increase their revenue target in
order to focused on niche market which
can help to achieve their long term
targets.
Place This is another marketing mix
which is related with the
distribution center and store of
the company. In the context of
H&M they operate more than
3500 stores across the world.
They operating their business
in to various countries like
UK, Germany, France,
Denmark, Canada. They
having a wide range stores
Whereas, Zara is having more than 2000
stores in various countries approx. 100
in different continent of the world. They
also having their various brands such as
Massimo Dutti, Pull and Bear, Bershka,
Stradivarius, Oysho, Zara Home, and
Uterqüe. These brands can help to
increase the sales of the company.

which can include urban and
semi urban store in the United
Kingdom. They required to
change their strategy and
focused on the digital
platform. For this the cited
business unit is required that
to sale their products and
services through online store
which can help to increase
their sales and revenue. Apart
from that they also required
that to expand their business
in to other markets. There is
various emerging market such
as India and China which can
help to provide long term
growth to the company.
Promotion This is another element which
is related with the promotional
aspects of the company. There
are various tools and
techniques which can be used
by the cited business unit in
order to promote their
products and services. They
are using traditional and
modern advertising tools
which can help to attain their
goals.
On the other hand Zara uses various
promotional activitiessuch as sale on the
product on various occasion, providing
additional cost benefits to its customers
and providing various
schemes .Promotionalschemes gives an
additional benefit to the revenue
geneeration of the company. These
schemes mainly depend upon the
enviromental factor of that area.

M3 Different tactics used by ZARA and H&M to show how business is done.
ZARA uses it's simple brand name providing the most stylish clothes and at a expensive
rate. H&M simply focuses on providing the clothes for every person. It doesn't focus on any
particular class of people.
P4 Produce and evaluate a basic marketing plan for H&M.
Marketing is the systematic process to promote their business and products in the
effective manner. H&M is the retail company that provide all kind of products to customers and
already build an effective image in the market and also in the customers mind(Chamorro-Mera,
Miranda, and Rubio, 2014). Its provide some additional services and facilities to customers so
they easy to attract towards their products and they are using in their life. Marketing plan is
playing vital role to produce their business in the systematic way should design their business
and marketing plan after evaluation the market and customers mind and their demands. In the
market available many competitors and substitutes products to beat each other and for develop
profits and business. So have to prepare a effective plan there are including matter those are
under the below:
Develop a clear plan and focused on customers demand: Produce effective marketing plan so
should focused on customers demands and their needs and should prepare and clarify all
products and their features to customers. In this case customers are get proper satisfaction by
them and build an effective image in their mind towards their products(Chahal, and Sharma,
2006).
Identify target customers: Through the employees of the company conduct survey in the market.
Employees will easy to determine and identify their customers and decide their targets. In this
process they determine customers thinking level their reviews regarding company's products.
Identify competitors: to produce a effective marketing plan for the company should identify their
competitors in the market which strategies and techniques they are using to attract customers and
which facilities and services they provide to them. Competitors in the market always wants to
beat each other and earn high profits and develop their business. In the other hand, competitors

are important factor to develop business and attract highly customers towards their services and
products.
Marketing strategies: After the determining the market and customers should select the effective
and suitable strategies according to company. Strategies and planning is the important to increase
productions and help to develop productivity in the company.
Implementation of marketing plan: After the selection of marketing strategy should
implementation of the strategy in the business and provide all kind of informations to their
employees so they can do their own work in the effective and systematic manner(Braslow, K.,
2015). They will increase working performance and proper working involvement.
Evaluation the marketing plan: after the implementation process should evaluating plan is it
suitable and beneficial or not for company and their customers. Evaluation process in involving
many methods and techniques to collect information through customers and competitors.
Surveys the best method to collect information regarding products and services. In the survey
having many questions by employees to ask them. Employees develop a effective confidential
environment to them so they will easy to give answers regarding products and services. If they
have any issues and problems so easy to solve by company. All companies they to provide better
services and product to customers and build effective image in their market and in customers
mind. In the other hand, market available customers, competitors, products, services,
completions, rules/ regulations in retail sectors. All these are affecting on company. Company
through evaluate all customers needed and wants and produce products according to them and
give them proper satisfaction to them and they will easy to build effective image in the customers
mind. Marketing plan should be effective and clear in the nature that help to give proper
informations and products features to customers so they will easy to choose products according
to their demand and get satisfaction by them all companies try to build and effective image and
its hard to give proper satisfaction to customers because customers at this time needed innovative
and different products through other companies so that's why companies through should adopt
that (Black, Clemmensen and Skov, 2010).

M4 As a Marketing assistant tell evidence-based marketing plan for H&M.
H&M has successfully marketed it's product by using the websites. It has also
endorsed celebrity as Rihanna wearing the clothes. So,it can be said that H&M has done a fair
job to market itself.
D2.Tell a strategic marketing for H&M.
The company can use the big platforms to market itself very well. The product can be
marketed over by providing some events and functions. It can be seen that H&M is a corporation
where it can provide products for whole set of people.
Conclusion
As per the above mentioned report it has been concluded that the role of marketing essential is
too important for the company. The report is discussed about the role of various functions of
marketing in the cited business unit. so that the business unit can attain the long term targets.
There are various marketing activities in order to create awareness of their products in the
market. The report also explained about the marketing elements such as products, price, place
and promotion which having a great significant of the business organization in order to provide
competitive advantage of the company.

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